Tech Tools for Smart Shopping

From ECT News

“Smart” shopping carts have been around for a while, but until recently, they haven’t managed to gain much traction.

Now, some momentum is building, according to proponents of the computer-rigged market baskets that — with a swipe of a card — can flash an alert that a customer’s favorite brand of ice cream is on sale, display nutritional values of products, and even point out the aisles where items are located.

Wireless touchscreens also can compile shopping lists based on a customer’s own history or provide insight into an individual’s caloric intake, based on purchases over periods of weeks or even months.

Quincy, Mass.-based Modiv Media markets gadgetry that some might think would be more at home in an electronics store than in a supermarket.

Through partnerships with such technology giants as Fujitsu and Motorola (NYSE: MOT), the company is bringing mobile data systems to grocery aisles.

In January, Modiv Media and Motorola’s enterprise mobility business introduced the Modiv Shopper, a handheld data device powered by a Motorola MC17 computer, into 100 Stop & Shop Supermarkets in the Northeast.

The device, known as “easySHOP,” lets customers opt for “scan-and-bag” service, speedy self-checkout, instant price checks and running totals.

Customers also get information on promotions tailored to their individual shopping history, coupon-redemption history and other personalized criteria.

Easy Out
Stop & Shop has a history with high-tech shopping tools, having begun their experiments with smart carts years ago.

In 2005, the grocery chain tested the Shopping Buddy, for example, a cart-mounted kiosk that let customers scan a card on the cart to automatically download their information. It let them place an order with the deli, flashed alerts on relevant specials, and served as a guide to item locations.

Stores that use high-tech shopping tools are providing what a growing number of consumers want: a way to get in and out of the store quicker, Paul Schaut, CEO of Modiv Media, told CRM Buyer.

“They’re giving them unique offers they wouldn’t have had otherwise,” he said, “so, the consumer is smiling as they’re getting out, because they’re redeeming an average of two offers per trip.”

Retailers benefit from increased sales, Schaut added.

“The retailer is increasing their lift — their basket size,” he said. “The consumer [is] now buying more … because they’re getting relevant offers that encourage them to buy what they might not have bought otherwise.”

Full Story: ECT News